Swedish sportswear model Houdini has at all times needed you to place your cellphone down and go frolicking in nature — now it’s launching a daring new model messaging initiative in case you wanted some additional convincing. Entitled “Ahead to Nature”, the narrative is the model’s most bold but, and is being launched with the discharge of a 65-second movie.
Nature is life’s best designer. Imitating pure design has given humanity its most important technological developments up to now — suppose maritime navigation, electrical energy, and flight. Houdini goals to take pure design one step additional by combining it with state-of-the-art human expertise to reduce the environmental impression of garment manufacturing — that’s what “Ahead to Nature” is all about. Because the movie explains, “We’d like extra design that considers life in all its complexity.” Houdini is well-positioned to handle this difficulty, having already swum towards the stream of the style business by releasing the Mono Air, the world’s first fleece jacket engineered to stop microfiber shedding — an immense step ahead on condition that the textile business is the largest identified supply of marine microfiber air pollution. What’s extra, the jacket’s design is open-source, obtainable to obtain in order that anybody can study from it, and construct upon it. If that isn’t ahead to nature, we don’t know what’s.
Houdini CEO Eva Karlsson shares that the marketing campaign’s core message of trying to the longer term is mirrored within the progressive expertise used within the movie. “We wish to assist reconnect folks to nature however don’t suppose that going again in time is the answer. We imagine that the answer is discovered when 4 billion years of pure innovation come along with human creativity”, she states.
Specializing in dynamism and circularity, the movie options velocity ramps, spins, movement blurs, and morphing which rework and rotate every visible into the subsequent, making a fluid and fast-paced surroundings into which viewers are beckoned. The motion of the frames highlights the complexities of contemporary residing — people are consistently in movement, mixing between natural and synthetic worlds, in a whirlwind cycle that begins and ends with nature. With a purpose to convey its cyclical nature narrative to life, the model enlisted the assistance of two inventive powerhouses for the marketing campaign’s creation: directing duo SOB and manufacturing firm Spindle. The latter’s spectacular portfolio consists of work throughout all genres and platforms, for manufacturers and firms together with Google, Greenpeace, and Mercedes-Benz.
Based in 1993 by eager mountain climber Lotta Giornofelice, the model has grown significantly from its humble beginnings, and is now coming into what Niclas Bornling, Houdini’s GM North America and head of worldwide model, calls a “contemporary world model acceleration”. And it doesn’t finish there. Houdini goes full pedal to the steel and opening a brand-new flagship retailer proper on Stockholm’s vibrant Kungsgatan on the finish of October. Not like its magician namesake, there received’t be any disappearing happening right here any time quickly.
Houdini Sportswear is on the market on-line now
